Google is rolling out a new service called Website Optimizer that is designed to allow companies to perform real A/B or multivariate testing on their landing pages.
Why would you want to do that? It will allow you to know (not guess) whether a change to a page improves conversion or not. Sounds simple, but doing this in a statistically rigorous fashion on a website has required either buying special software, or services, or both. Now Google is offering it free. I've requested access (it's in invitation-only phase now) and am looking forward to trying it out with my clients.
For some good preliminary advice to testing newbies, take a look at Four Steps to More Effective Web Site Testing by conversion guru Bryan Eisenberg.
Also, I should mention that another free Google product that has shaken things up, Google Analytics, is now my standard recommendation to retailers in need of an analytics solution. It's not perfect, and it's not easy finding an expert to help you configure it. However, it delivers enterprise-class functionality for...free. Hard to beat that.
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